You have to hand it to Geico. Back in 2013, the U.S. insurance company and its ad firm, The Martin Agency, managed to turn Wednesdays into a weekly celebration with its ‘Hump Day‘ campaign.
Now Geico has managed to turn a ‘pre-roll’ ad into a Cannes Lions winner. Yes, seriously!
Part of its much-celebrated ‘Unskippable’ campaign, the hilarious ‘Family‘ spot won the Film Lions Grand Prix at the weekend.
The video, which manages to pack the ad’s pitch into the first 5 seconds (before you can skip) and then shows all the family members, apart from the dog, pretending to be frozen in time, won the online prize on Saturday night. As the ad explains, “You can’t skip this Geico ad because it’s already over.”
The Films Lions jury was led by Grey’s global creative chief Tor Myhren. He said: “This deceptively simple piece of communication really showed us that film can reinvent the way you look at media—the least sexy medium in the world, which is pre-roll.”
A two-minute film for Brazilian brand Leica by F/Nazca Saatchi & Saatchi, which marks the 100th anniversary of the brand’s first camera, grabbed the Film Lions Grand Prix for TV.
Always’ much-heralded ‘Like A Girl‘ campaign, which won the PR Grand Prix earlier in the week, picked up a Gold Lion.
adam&eveDDB got a late Christmas gift after its ‘Monty The Penguin‘ festive campaign for retail chain John Lewis took the Film Craft Grand Prix. It’s the fifth Cannes Lions Grand Prix the London agency has won in just two years.
The Christmas campaign certainly melted hearts across the world – and on the jury.
Jury president João Daniel Tikhomiroff, of Mixer, said: “All of the golds were brilliant executions, innovative and great ideas. But in the end, our choice [for the Grand Prix] was what really touched our heart.”
Meanwhile, the creators of viral sensation The Ice Bucket Challenge won the Cannes Lions Grand Prix for Good, while Under Armour’s ‘I Will What I Want‘ ad campaign, featuring supermodel Gisele Bunchen, won the Cyber Grand Prix.
To see all the Cannes Lions winners, click here.
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